23rd September 2015

Scottish Exporters Prepare for Major Meat Showcase Event

The Scottish red meat industry will be showcasing Scotch Beef PGI and Scotch Lamb PGI in Cologne, Germany in the coming weeks at Anuga, the world's largest food trade fair.

Ten Scottish exporters are attending the event (October 10-14) where Quality Meat Scotland’s stand will highlight the Protected Geographical Indication (PGI) status of Scotch Beef and Scotch Lamb and the guarantees of quality assurance, provenance and welfare that underpin the brands.

With an exhibition size of over 284,000 m², the trade fair attracts over 154,000 trade visitors from 187 countries, making it a major event for many of Europe’s most influential buyers.

Exporters will be joined by Quality Meat Scotland (QMS) staff and European agents to promote the Scottish red meat industry to buyers and traders from across the globe. Catering throughout the Fair will be provided by a group of hospitality students from Fife College who will ensure that visitors will have ample opportunities to experience the great taste of Scotch Beef and Scotch Lamb.

QMS Marketing Manager Margaret Stewart said: “All the world’s meat exporting nations will be attending Anuga.

“It is therefore extremely important that Scotland’s exporters have a strong presence at the show, highlighting and explaining what makes Scotch Beef and Scotch Lamb different and desirable to customers.

“The Scotch brands and PGI label already enjoy strong trade awareness on the continent. Anuga gives us the opportunity to continue to grow that awareness as well as offering exporters a great opportunity to build business.”

Anuga is part of the promotional activity being undertaken by QMS, which is co-funded by the EU, to promote high quality products which have characteristics specific to the area in which they have been produced.

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